The Black Lapel Retailers Take Measurements on the Web

Black Lapel, a formal suit company based in New York, takes the bespoke measurements of its male clientele through its website. Users of the online forum are assured of the precision of each piece, further bolstered by its 'Flawless Fit Promise.'

There are three steps involved in the Black Lapel customization process. To begin, shoppers choose a design with a look at fabrics, fits and detailing. They then measure themselves with the help of an instructive video-based guide. The site promises that the dimensions should be taken in under 15 minutes. Lastly is the final order which comes free of shopping in three weeks.